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e-newsletters that click

Did you just receive an influx of email newsletters into your inbox?

Coincidence? I think not.

E-newsletters are all about engagement: the aim is to spur the reader into action.

Click a link, view a product or provide an answer; out of every e-newsletter distributed, marketers ultimately want each and every recipient to (please) make a purchase.

A lot of time, energy and resources are invested in the science of garnering the highest “click through rate” via email marketing.

When I was at school (in the early noughties) the interwebs was in its [relative] infancy and the convention was that Tuesdays and Wednesdays around 11am was the best time to contact people via email for the highest reader engagement.

This is no longer the case. In fact, Tuesdays have the highest unsubscribe rate of any day of the week, read: e-newsletter suicide.

With the advent of smartphones and tablets, Saturdays and Sundays now have the highest click through rate – who’d have thought?

So, when you’re crafting your latest email newsletter, think about scheduling the distribution for a Saturday or a Sunday (I’m assuming you’ll schedule it as you won’t actually be in the office on a Saturday or Sunday, will you?).

Hubspot are an amazing online marketing resource and all my stats have been sourced from their research on The Science of Email Marketing.

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About Jane McKay @janemckaycomms

I’m Jane. I write. I design. I create. In 2009, following a tree-change to sunny East Gippsland, I realised a dream and started my own business through which I have freelanced my marketing services ever since. I understand that marketing your business can be overwhelming, overcomplicated and often overlooked. That’s why I’m here. With a range of expertise built on a Masters in Media and Communications and derived from more than 8 years’ industry experience working with small companies as well as large multi-nationals, I help businesses grow. A creative soul with a strong geek side, I combine my love of wordsmithing with an interest in all things design- and tech-related.The perfect combination of skills for my career in creative marketing.

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  1. Pingback: The other (social) media « Jane McKay Communications - January 16, 2013

  2. Pingback: The other (social) media | Jane McKay Communications - April 24, 2013

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